在現今社會，製造業已走向服務化的趨勢，一個組織所提供的產品品質是基本要求，而過程中使用者感受到的服務品質，往往是使用者決定是否再次接觸的重要原因之一，所以組織的管理者皆希望能設計出一套讓使用者對有形印象或無形感受皆認可的服務，增加同一使用者下一次接觸的可能性。過去對於服務設計的研究，大部分是以使用者滿意度的角度切入，然而，以量化方法對已發生的事件做檢視時，得到的統計結果只能讓管理者知道目前已提供的服務有所缺失，卻無法立即找出缺少的服務項目，或者是要設計新的服務活動時，也缺乏參考的服務架構。所以本研究透過質化研究方法，探討如何設計服務架構並使其完善。
本研究以服務藍圖的概念為模組規劃的基礎，搭配模組化的設計原則，設計出以表徵、行為、輔助、控制及支援等五個模組成立的服務架構。同時，本研究以台北國際花卉博覽會的夢想館作為個案研究對象，透過各模組的功能分類，觀察並分析其所有服務元件的需求設計、創造建置與具體呈現，最後，歸納出一個服務架構可供設計其他新的服務活動時參考，希望能幫助組織使用較短的規劃時程就達到基本的服務水準。

Along with the quality of products, service quality is a basic requirement nowadays, and will be of most important considerations for users when they decide whether they should contact the organization again. Therefore, the organization’s manager hopes to design a service of making user a good experience and impressions which increases probability of user returning. Furthermore, there are many studies of service design that focus on user satisfaction. However, the result of using quantitative research only shows the given defects of service in the present; it is difficult to find the unknown devoid service items promptly. Accordingly, the study uses the qualitative research to investigate ways to design the service architecture complete it.
This study adopts the concept of service blueprint and the principle of modularity to design five modules of service architecture: surface features module, behavior module, auxiliary module, control module and support module. Moreover, this study adopts Pavilion of Dreams (one of the pavilions in Taipei International Flora Exposition) as a unit of analysis of case study, and uses the function of every module to observe design requests, creation establishes and specific achievement of all service components. Finally, this study generalizes all components of the service architecture which can be a basis for designing another new service activities, and achieve basic service standard by shorten planning progress.

中文部分
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網站部分
1. 台北國際花卉博覽會官方網站
http://beta.2010taipeiexpo.tw/MP_3.html
2. 夢想館官方網站
http://www.dreams21.tw/home/
3. 2010臺北國際花卉博覽會--夢想館簡介
http://www.youtube.com/watch?v=xFrLvS0qFVU
4. 1002文茜世界週報／驚豔花博夢想館　科技創意的美妙體驗
http://www.youtube.com/watch?v=2Ia5rpnjmJk
5.「2010臺北國際花卉博覽會」對外徵求主題展覽館之合作夥伴申請須知
http://www.taipei-expopark.tw/public/Attachment/812513593271.pdf